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Fox Gets More 'Strawberry Shortcake' and Other Kidvid

7 Nov, 2006 By: Thomas K. Arnold

Upping its commitment to the lucrative children's nontheatrical video category, 20th Century Fox Home Entertainment has cut a five-year deal with DIC Entertainment to expand its distribution of “Strawberry Shortcake” videos and also distribute other content from DIC's library of children's programming.

Fox has been distributing 45-minute “Strawberry Shortcake” videos since 2003, but under the new deal also will distribute additional animated direct-to-video titles, a new CGI-animated movie, and a live-action series. Four new DVD titles are expected in 2007.

Additionally, Fox will release videos based on such other DIC properties as the Care Bears, Madeline, Inspector Gadget and Dennis the Menace.

In the last three years, Fox has sold more than 9 million “Strawberry Shortcake” DVDs and videocassettes in the United States. Since being introduced in 1980 by American Greetings Corp., Strawberry Shortcake has become a major licensed product, with more than 400 licensees worldwide. Between 2003 and 2005, Strawberry Shortcake licensed merchandise generated $1.5 billion in worldwide retail sales.

Fox this year has released two “Strawberry Shortcake” DVDs, World of Friends in February and Berry Fairy Tales in August. A third title, Cooking Up Fun, is due Nov. 14.

“We know our little girl is in good hands,” said Jeffrey Conrad, senior VP of creative for American Greetings Properties.

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